Try a configurator for an illustrative racing chronograph with a tachymeter bezel. Pick a dial colour and a strap, and the summary shows the watch you have built.
Racing chronographs trade on a period mood: the paddock, the rally stage, the open-top drive. Buyers choose between a white dial that reads crisp and technical, a black one that feels more serious, and champagne, which leans towards a dressier vintage feel. Then the strap changes everything again. The same watch head on rubber, leather or a steel bracelet can look like three different watches.
Watches Configurator demo
Racing Chronograph
- Product
- Racing Chronograph
- Colour
- White
- Strap
- Bracelet
Illustrative product. The design and images are generated examples, not a real model for sale.
What you can configure
Four of six dials are in the demo: white, black, silver and champagne. Straps are bracelet, rubber or leather. On a chronograph with a tachymeter bezel, dial contrast decides how readable the subdials are at a glance, which is the point of the design. The strap is selectable and appears in the summary, though the image does not change with it in this demo.
- Colour: White, Black, Silver, Champagne
- Strap: Bracelet, Rubber, Leather
Why a configurator suits chronographs
Six dials on three straps makes eighteen watches. Most retailers photograph two or three and describe the rest, so a buyer who wants champagne on rubber has to picture it from a sentence. Plenty of them will not risk the purchase on that basis.
A strap step also opens a second sale. Watch buyers often want two straps: a bracelet for the working week and leather or rubber for weekends. The second strap can be offered at the moment of choice, sized to the lug width, with quick-release bars where the watch supports them. Customers often ask for this after delivery anyway, so offering it up front simply saves a second order.
Personalisation is the third lever. Chronographs are common milestone gifts, and caseback engraving is often part of the order. Taking the engraving text inside the configurator, with a character limit and a preview, avoids the misspellings that creep in through order notes, and the awkward conversation that follows.
How a production version would be built
A layered build fits this watch. Six dial shots of the head, plus three straps each shot separately and aligned beneath the lugs, cover all eighteen combinations, and a new strap later needs a single photograph. An engraving preview can be generated as text over a caseback image. Dial names, strap SKUs, lug width, engraving limits and any combinations not offered come from the retailer. Each build maps to a product variant, with engraving held as a line-item property so it reaches the workshop exactly as typed.
Build sheet for this range
- Colours in the full range: 6 (4 shown in this demo)
- Strap choices: 3
- Combinations to support: 6 × 3 = 18
- Images for one photograph per combination at 3 angles: 54
- Images if straps can be shown as separate layers, at 3 angles: 27
- Data each of the 18 combinations needs: a SKU or variant ID, price, stock or lead time, and any dimensions or specification that change
Questions about chronograph configurators
Can customers add a second strap to the same order?
Yes. After the main strap, the configurator can offer a second one matched to the lug width, with a tool or quick-release bars if needed. It goes into the basket as an extra line, and the summary lists both straps so the buyer knows exactly what will be in the box.
How would caseback engraving work in the configurator?
An engraving step takes the text, checks it against your character limit and shows a preview on the caseback. The text is stored as a structured field on the order, so the engraver works from exactly what the customer typed and approved, not a note copied from an email.
Can we show the tachymeter bezel in close-up?
Yes. A detail view beside the main image lets buyers inspect the bezel scale and the screw-down crown between the pushers. On a racing chronograph these details are a large part of the appeal, and enthusiasts look closely at them before they commit to a dial.
Can a buyer share their configured watch with someone before ordering?
Yes. A shareable configuration link reopens the exact dial, strap and engraving. It suits gifts, where one person builds the watch and another approves it, and buyers who want to see the piece in a shop before committing. The link holds the build, so nothing needs to be re-entered.
More watch configurator demos
Service Watch
Skeleton Chronograph
Sports Chronograph
Stealth Diver
Swivel Dress Watch
Textured Dress Watch
A configurator for your chronographs
This demo uses an illustrative product. If you sell chronographs, I can build the same experience around your own range, photography and ordering process, connected to Shopify, WooCommerce or a quote workflow. I reply to enquiries within two UK working days.